What role to play in the emerging Internet of Things? ESADE innovation summit 14 Nov 2013

#iot%@claropartners%

Strategy%challenge:%What%role%to%play%in%the%emerging%Internet%of%Things?!!Aldo de Jong | Co-Founder Claro Partners & Data+IoT Accelerator!

ESADE Innovation Forum • Barcelona • November, 2013!


Share%your%thoughts?%

@claropartners%#iot%@esade%


Claro%helps%corpora6ons%and%startups%to%navigate%disrup8ve%shi:s%in%society%and%business,%delivering%service%design%and%business%innova8on%

Jiri%

Belgium%Aldo%

Netherlands%Rich%

USA%Megan%

UK%Mandy%

Lebanon%Elisabeth%

Netherlands%Michael%

USA%Gunes%

Turkey%Abby%

USA%


What%is%business%innova6on?%

FRAME%THE%PROBLEM%

Understanding%user%challenges%

CREATE%

IMPLEMENT%

EXPLORE%MARKET%

EXPLORE%CUSTOMER%

VALIDATE% PROTOTYPE%

New%offers%and%experiences%

Value%crea6on%for%users%

Frame%the%situa8on%

Understand%user%and%business%needs%

Define%the%value%proposi8on%

Create%the%userHcentred%business%model%

Deliver%the%customer%experience%


MBAs,%clients%and%tradi6onal%consultants,%are%dominated%by%business%thinking%

!  Breaks%things%down%!  Exhaus6ve%analysis%and%priori6es%!  Customer%validated%!  Linear,%defined%approach%!  Priori6ses%to%close%!  Circumvents%constraints%!  Minimises%risks%through%thorough%analysis%

BUSINESS%THINKING%

MANAGEMENT'CONSULTANCIES'

Poten8al%clashes:%

Not%userWcentered,%revenue%focused%No%real%new,%relevant%ideas%Only%works%for%tech%push%Generates%copy%cats,%incremental%innova6on%


Design%agencies%offer%a%different%approach%%

!  Builds%things%up%!  Lateral%associa6ons,%intui6on,%stories%!  User%inspired%!  Itera6ve,%frequent%adapta6ons%!  Keeps%op6ons%“alive”%!  Integrates%constraints%!  Embraces%risks%and%fails%early%through%prototypes/tests%

DESIGN%THINKING%

DESIGN'AGENCIES'

Poten8al%clashes:%

%Rejec6ng%quan6ta6ve%approaches%%%Too%crea6ve,%not%concrete,%%No%realis6c%business%model%

Doesn’t%consider%ecoWsystem%issues%%


Claro%combines%two%tradi6onally%opposed%schools%of%thought%

!  Builds%things%up%!  Lateral%associa6ons,%intui6on,%stories%!  User%inspired%!  Itera6ve,%frequent%adapta6ons%!  Keeps%op6ons%“alive”%!  Integrates%constraints%!  Embraces%risks%and%fails%early%through%prototypes/tests%

BUSINESS%THINKING% DESIGN%THINKING%

!  Breaks%things%down%!  Exhaus6ve%analysis%and%priori6es%!  Customer%validated%!  Linear,%defined%approach%!  Priori6ses%to%close%!  Circumvents%constraints%!  Minimises%risks%through%thorough%analysis%


…%to%deliver%an%integrated%business%innova6on%flow%

FRAME%THE%PROBLEM%

CREATE%

IMPLEMENT%

EXPLORE%MARKET%

EXPLORE%CUSTOMER%




…%to%deliver%an%integrated%business%innova6on%flow%

FRAME%THE%PROBLEM%

Understanding%the%%business%situa6on%

Understanding%user%challenges%

CREATE%

IMPLEMENT%

EXPLORE%MARKET%

EXPLORE%CUSTOMER%


New%user%centredWbusiness%models%

New%offers%and%experiences%

Launch%of%new%services%or%products%in%the%

market%

Value%crea6on%for%users%


Frame%the%situa8on%

Understand%user%and%business%needs%

Define%the%value%proposi8on%

Create%the%userHcentred%business%model%

Deliver%the%customer%experience%


Strategy%challenge:%What%role%to%play%in%the%

emerging%Internet%of%Things?!


5 key takeaways from our 10-month exploration of the IoT"


We%interviewed%leading%IoT%experts%and%industry%leaders%and%innovators%

%

%


“The'Internet'of'Things'is'about'the'internet'expanding'into'the'physical'world”'%W%Florian%Michahelles%|%AutoWID%Labs%


The%IoT%is%an%interac8on%between%the%internet,%things…%and%data%

Data"

Internet"

Things"


“Trying'to'determine'the'market'size'of'the'Internet'of'Things'is'like'trying'to'calculate'the'market'for'plasHcs,'circa'1940.'At'that'Hme,'it'was'difficult'to'imagine'that'plasHcs'could'be'in'everything.”'%W%Michael%Nelson%Professor%of%Communica6on,%Culture%&%Technology%%at%Georgetown%University%



The%IoT%emerging%business%landscape%structures%100%value%proposi6ons%

Request%login%at%[email protected]%


The%Internet%of%Things%is%nascent…%like%the%internet%in%1995,%the%IoT%is%just%gehng%started%01%

1.0%

Infrastructure%and%

core%hardware%

Hardware%&%Infrastructure%

Opera8ng%System%

Devices%

Services%


Opera8ng%System%

Devices%

Services%

2.0%

Connected%devices%

running%on%an%

opera8ng%system%%

3.0%

ValueHadded%services%&%

apps%built%on%top%of%data%

from%connected%devices%


Opera8ng%System%

Devices%

Services%

Intranets%of%Things'


Internet%of%Things'

The%Internet%of%Things%is%nascent…%like%the%internet%in%1995,%the%IoT%is%just%gehng%started%01%

1.0%

Infrastructure%and%

core%hardware%


Opera8ng%System%

Devices%

Services%


Opera8ng%System%

Devices%

Services%

2.0%

Connected%devices%

running%on%an%

opera8ng%system%%

3.0%

ValueHadded%services%&%

apps%built%on%top%of%data%

from%connected%devices%


Opera8ng%System%

Devices%

Services%


The%IoT%will%be%built%by%many%different%players%with%many%different%roles%02%

InternetWconnected%things%and%their%uses%will%be%so%varied%and%present%everywhere%that%the%IoT%won’t%be%the%result%of%one%single%en6ty’s%work.%


The%real%value%of%the%IoT%will%not%come%from%the%technology%itself,%

but%the%services%built%on%top%and%enabled%by%it%03%

Peers%and%other%

devices%

Other%service%

providers%

Retailers%

Brands%

Brand%provides%services%

Retailer%provides%services%(camera%

rented)%

Other%appropriate%services%

Connects%with%other%users%

Prints%photos%remotely%

Sends%photos%to%friends%



Opera6ng%System%

Devices%

Services%

COLLABORATIVE%

CORPS.%

DEV%

Internet%of%Things%

A%significant%part%of%the%IoT%will%be%built%from%the%bo]omHup,%

by%entrepreneurship%and%experimenta8on%04%


Opera6ng%System%

Devices%

Services%

CORPORATIONS%

TOP%DOWN%

PC%industry%


Opera6ng%System%

Devices%

Services%CORPORATIONS%

DEV%

Mobile%industry%


IoT%creators%face%mul8plied%complexity%briding%the%physical%and%%the%digital%

05%

PHYSICAL%ELEMENTS% DIGITAL%ELEMENTS%


@ClaroPartners%#iotcanvas%%


Smart phone app and internet service set activity goals!get feedback on progress!Data centre that

runs website and app (e.g. Amazon)!

Bluetooth to phone!Mobile data/Wifi to internet!

Prototype!ARM Mbed devkit!!Flash memory!Microcontroller !GPS+movement sensors!LEDS+vibration!!

Prototype!3D printed PU!!TPU rubber!ABS harness!

Produce and ship from Foxconn !

Nike stores!Electronics retailers!!

App stores!Nike+ website!!

Free app!Rev. share from 3rd party apps!!!

Device $149!!!

Make you fitter!!Fic8ous%example%%

@ClaroPartners%#iotcanvas%%


Helping%IoT%creators%develop%meaningful%offerings%in%the%Internet%of%Things%

Looking%for%startups,%corporate%partners,%mentors%and%accredited%investors:%[email protected]%

Sha

pe%

Refine%idea%

Shape%

Refine%idea%Build%

Beta%launch%Sell%

Early%adop6on%

DEMO%

DAY%

DEMO%

DAY%

2.%MentorWintensive%accelerator%focused%on%Smart%Data%&%Internet%of%Things%%

1.%IoT%labs%bring%together%designers,%developers,%makers%and%strategists%to%learn,%create%and%prototype%an%Internet%of%Things%offering%–%claropartners.com/iotlab%

EXPLORE%1% IDEATE%+%PITCH%2% DEVELOP%3% PROTOTYPE%4% PRESENT%5%


7H9%March"Join strategists, developers and designers all across the world come together in one weekend to explore, create and prototype a service – mentored by Claro Partners, their clients and other professionals"

Send us an email at [email protected] to be notified as soon as registrations open"barcelonaservicejam.org"

Date post:	27-Jan-2015
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